If you’ve looked into radio advertising, you know that morning and afternoon drive-time commercial spots can run into big money. That’s when stations get their biggest audiences, so they charge accordingly.
But you can still run a low budget campaign by buying overnight spots, which are cheap to start with, and are often sold at deep discounts. Sure, the overnight audiences are small, but your campaign can still be effective. Listeners who are up till all hours seem to be very attentive to what comes out of their radios. Many direct response marketers rely heavily on overnight radio, because their return on investment is better here than on the high-cost radio hours.
Make sure you have a compelling advertising message, and that you have enough in your budget to maintain ongoing frequency. Just a few spots won’t do much for you.